Pitchdeck: Why the second slide is crucial – and how to design it perfectly

It's the enemy of many founders: the problem slide. The page that's supposed to answer the question: What problem does your startup solve?

This is because many startups started their products with an idea, not with a real pain. The founders are therefore experts in their solution, not in the problem. In the product, not in the market. And that's exactly what investors notice: The pain is diffuse, unquantified, intangible.

But investors aren't looking for a good idea. They're looking for proof that someone has a real problem—and that this startup can finally solve it. Anyone who doesn't deliver outstanding results on Slide 2 is losing the race before it's even begun.

The good news: A strong problem-solving narrative can be built. If you're willing to immerse yourself in the target audience's perspective and look for pain, not beauty.